Australia Welcomes Record One Million Visitors From China | Independent Newspapers Limited
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Australia Welcomes Record One Million Visitors From China

Posted: Mar 23, 2016 at 3:00 am   /   by   /   comments (0)

Australia’s tourism industry is continuing its record breaking trend
with annual Chinese visitor arrivals hitting one million for the first

International visitor arrivals data for the year ending November 2015
released by the Australian Bureau of Statistics shows that China
continues to be our fastest growing major source market, with growth
of 21.6 per cent for the same period.

The latest figures were welcomed by the Federal Minister for Tourism
and International Education, Senator the Hon. Richard Colbeck, who
said recently implemented Government measures, such as opening a new
Australian Visa Application Centre in Chengdu, China and streamlining
visa application processes, were making it easier for Chinese tourists
to come to Australia and will support continued growth into the

Tourism Australia Managing Director, John O’Sullivan, added that key
to building a market now worth $7.7 billion annually to the Australian
economy had been moving away from traditional group tours and
aggressively targeting China’s rapidly emerging middle class.

“Our marketing, distribution and partnership strategies are all now
geared towards targeting this new breed of young, independent traveler
with the desire and the financial means to explore our country. That’s
where we are focusing our resources and I’m delighted to say that is
what is driving these impressive results,” he said.

Tourism Australia has undertaken several recent initiatives to boost
Chinese tourism such as building an elite network of travel agents in
China who are specially trained to sell tour packages to high-yielding
clients. In recent years, Tourism Australia has also signed major
strategic marketing agreements with China’s largest carriers,
including China Southern, China Eastern and Air China.

Mr O’Sullivan said those Australian tourism businesses which
understood and were willing to adapt to the needs of Chinese visitors
would derive the biggest benefits.

“We’ve gone to significant lengths to research and improve our
understanding of our target consumer – their travel preferences and
behaviour and the type of tourism experiences they are most looking
for. The good news is that the industry is really starting to embrace
this incredible opportunity by developing experiences which better
meet the needs of the many Chinese visitors now flocking to our
country,” Mr O’Sullivan said.

Chinese visitor arrivals have increased from 100,000 in the year 2000
to one million in January 2016, with an average annual growth rate of
18 per cent since 2010.
Other facts are; arrivals grew two-to-three times faster in most
months in 2015 than total overall arrivals to Australia.

Chinese visitors to Australia spent more than $7.7 billion annually.
Spend has increased by more than 400 per cent in the past 10 years,
from $1.5 billion in 2005 to $7.7 billion in 2015.

Under Australia’s long-term tourism strategy, the value of the China
market was originally estimated to be between $7.4 billion and $9
billion a year by 2020. Annual spending has already exceeded the lower
end of that original range, and more recent forecasts indicate the
market could be worth up to $13 billion.